VGUK2:

In other news Avid is about to have its high-end business attacked by Autodesk as they are imminently releasing a software only version of Smoke for the Mac with Kona3 for IO.  Bye bye DS...

Wrong. You can do all this now on a Mac with FCP, After Effects, nuke etc.  Why should an Autoscreet product (one with a very steep learning curve...worse than the DS curve that so many MC editors whined about) be any different? That said, it will be interesting to see if Autoscreet and Apple continue to work more effectively on integration via XML...what I saw at NAB a couple years ago was not very good at all going from FCP to Smoke.

Maybe that product will give FCS users another avenue for finish, but DS is a far more powerful product and is much more integrated with the MC line than FCP is with Autoscreet products.  If you are an Avid shop looking for high end finish work, DI, composite, graphics, etc, DS really is the only answer.   Sounds like a hail-mary pass from the autodesk side to me....

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luca.mg:

Did not read the article but I guess that THIS is where the journalist took the information to write the piece: too often software reviews are in fact advertisments pretending to be articles (paid for? No money involved, but, perhaps, HW and SW!), copied from product information supplied by the vendor itself; and this is true for art/film/music/Hi-Fi/food/wine/cars/You-name-it magazines reviews too... FinalCut is the leader for its market segment anyway, and it's spreading in other market segments too. Compare the FCS above linked page with the Avid MC 4 page and You'll see what should be obsessing the Avid marketing people: see for exemple how badly is mix and match described (and where it is buried down) and You'll understand why a better product may be disregarded by potential customers because of (very) bad communication... this is where the company should really improve, other than lowering down the outrageously/ridicolously high prices of the I/O boxes, making Avid an unattractive choice for too many people.

You actually linked to the Apple Store page not the main Apple FCS area.  Even in their store they are continuing to bomb the customer with marketing info even just make sure the deal is closed.  If you compare http://www.apple.com/finalcutstudio/ with the MC site the difference is even more glaring.

It is very difficult to get across how much better Avid is at a particular task when the audience is completely turned off in the first place.  The benefits of MC over FCP are moot for a great many people.  You have to come to terms with the fact that FCS and MC are different products for different market segments and marketing MC like FCS would be a brainless idea.  They can't compete on features and pricing so would end up making themselves look foolish.

The cardinal sin Avid's marketing people make is not showing the benefits of their workflow.  I mean they get some unheard of editor to say he has switched from FCP to Avid 'cause it's better in a dull web video but never demonstrate why Avid is better so we're left with some talking head who has no preeminence spouting the same tired Avid message.  They haven't even bother to make a custom Flash video player to carry the Avid brand.  It's just sloppy second rate work.

VGUK2:

I mean they get some unheard of editor to say he has switched from FCP to Avid 'cause it's better in a dull web video but never demonstrate why Avid is better so we're left with some talking head who has no preeminence....

Trashing another pro editor to make your idiotic point is beyond the pale. Unless of course you're not actually a pro, in which case it's smack dab in your bozone.

luca.mg:

It is very difficult to get across how much better Avid is at a particular task when the audience is completely turned off in the first place.  The benefits of MC over FCP are moot for a great many people.  You have to come to terms with the fact that FCS and MC are different products for different market segments and marketing MC like FCS would be a brainless idea.   

I'm not so sure Luca I use both products for network broadcast jobs working at broadcast only production companies. I have a big preference for which one is easiest to work with for a Pro and gives me the best results for clients (hint: its the one where you can add notes and markers on the fly when digitising clips), but that isnt my choice when on a daily rate...  I just get the job done - whatever the tool.

D

VGUK2:

I mean they get some unheard of editor to say he has switched from FCP to Avid

That is because the overwhelming majority of the well known editors are cinematic Avid editors. You can probably count in one hand the number of famous FCP editors (I said famous not good).

DIESELE:

I have a big preference for which one is easiest to work with for a Pro and gives me the best results for clients (hint: its the one where you can add notes and markers on the fly when digitising clips), but that isnt my choice when on a daily rate

I'm confused, you're saying you prefer Avid but get a higher daily rate with FCP?

Sorry - poorly worded (second language and all that ).

When I take a daily rate its the client's choice of kit not mine.

D

DIESELE:

Sorry - poorly worded (second language and all

No worries, I thought that was what you were getting at, but wanted to make sure.

Dom Q. Silverio:

VGUK2:

I mean they get some unheard of editor to say he has switched from FCP to Avid

 

That is because the overwhelming majority of the well known editors are cinematic Avid editors. You can probably count in one hand the number of famous FCP editors (I said famous not good).

 

Cinematic editor or a wedding video editor Avid's dull marketing is about as enjoyable as being repeatedly slapped round the face with a wet fish.

How about the next time Avid launches it's newest upgrade after two years of development they make a 6 minute video in which a famous editor raves about only three of it's new features, two of which have been available in the competition's software since it's inception.  I mean really, Avid should definitely be able to finally put in an equivalent to colored markers and a floating timecode window.  Oh, wait........

Yeah! And the ability to cut and paste effect and motion/warp keyframes would be well handy too - but wait!? We already can (in 1 of 'em)?

gumbaedit:

How about the next time Avid launches it's newest upgrade after two years of development they make a 6 minute video in which a famous editor raves about only three of it's new features, two of which have been available in the competition's software since it's inception.  I mean really, Avid should definitely be able to finally put in an equivalent to colored markers and a floating timecode window.  Oh, wait........

Yeah then Avid should show mixing a 5.1 audio track and colour grading in MC.  That would be a great video.  Oh, wait.......

Arent you doing everything sound via the V4 5.1 plugin yet?  Dohh!

Mixing in 5.1?  How many editors do you know that 1) have the knowledge of audio it requires to do a 5.1 surround mix properly and 2) how many editors do you know have the proper setup in their editing bay to do a surround mix properly.  Then, show me a client who will entrust the audio mix of their tv or feature film, the two main uses of 5.1, to the picture editor instead of an audio facility.  At that point, I will show you a client with absolutely no knowledge of how to spend their money wisely.

However, if you do find an editor who mixes wedding videos in 5.1, let me know, I'd like to check it out.

I think the gag passed you by mate...

D